Relationship Marketing

"A practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world

Relationship marketing is all about forging strong, enduring and unique relationships with a core of most valuable customers. This book explains how to implement a relationship marketing program in your organization, supplies tools for measuring results, and explores the practical role of technology as a key enabler in successful relationship marketing. It also discusses relationship management, or the forging of relationships with investors, suppliers, and employees, as well as customers.

IAN GORDON (Toronto, Ontario) is a partner in Convergence Management Consultants, Ltd., a firm specializing in marketing strategy. Previously with Ernst & Young, he is founder and President of the Association for the Advancement of Relationship Marketing. von Gordon, Ian